On the surface, KBS+ associate creative director Alejandra Garibay looks like a total slacker. On any given day at work, you might find her doing her nails or spending a ridiculous amount of time adding images to her Pinterest account. The 30-year-old Mexico-born graduate of Pasadena, Calif.-based Art Center College of Design is obsessed with fashion and beauty — “My No. 1 passion has always been fashion,” she said. But she’s channeled that love into some very big things, like winning accounts, helping to carve out the agency’s innovative IP ideas and making her audience of 650,000-plus Pinterest followers happy (Ms. Garibay is one of the 250 most followed pinners on the platform).
Ms. Garibay, along with her partner Kat Dropick, is a creative director on the agency’s custom nail polish product, a system that allows polish aficionados to customize their own shades on the spot, like you do at the paint store.
Ms. Garibay’s fashion obsession has also paid off on her client work at the agency. One of her first big projects was an interactive campaign for Armani Jeans that built off a pair of sexy black and white films starring Megan Fox and soccer pro Cristiano Ronaldo. The effort took visitors into the hotel rooms of the celebrities and allowed them to get a closer look into their personal lives — and underthings. “We had these videos of these big stars and thought, how can we milk them to make them bigger, and different?” she explained. “We didn’t have a lot of money, so we recreated the rooms, exactly as in the videos, and created an immersive experience that allowed people to explore and touch everything.”
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